Rethinking PR in times of demographic change
An ageing society and the social and (personnel) economic changes resulting from this phenomenon can hardly be compensated for with countermeasures at present. In addition, demographic change on the German labor market is forcing companies to rethink areas such as employer branding and use target group-specific instruments in the fight against the shortage of skilled workers. This also includes practicable communication strategies that have a positive impact on employer brands.
On the other hand, a new consumer group is developing in the form of the affluent senior population, which will need to be served in a more focused manner in the future. We are happy to provide you with advice and support for both tasks.
Target group-oriented PR from E for Employer Branding to S for Silver Surfer
Employer branding in times of skills shortages
Employer branding is crucial for companies to position themselves as attractive employers, attract and retain qualified employees and create a positive working environment. Through strong employer branding, companies can present a contemporary and attractive image of themselves and provide a stage for their corporate culture and values as well as New Work topics.
On the one hand, addressing the younger generation through the appropriate channels and in the appropriate language plays an important role in the so-called "war for talent". On the other hand, issues relating to the ageing workforce, such as partial retirement, training or part-time care for relatives, must also increasingly be addressed. It can also be assumed that recruiting will be increasingly geared towards lead-gen processes from sales and should therefore be supported accordingly by integrated communication campaigns.
Target group-oriented product PR: the senior consumer
The growing and affluent senior population is also becoming an increasingly important target group for many products and services in consumer PR. There are several reasons for this: Senior citizens have more time and resources to make consumer decisions and buy products. In view of good medical care, they take an active part in life for a long time and are willing to invest in products that improve their quality of life, be it through health and wellness products, travel or leisure activities.
More and more senior citizens are also tech-savvy and use smartphones, tablets and computers. This opens up new opportunities for companies to offer products and services via targeted communication and information channels that are tailored to the needs and preferences of older consumers.
Demographic change requires a rethink in communication, for example in the area of employer branding or product PR. The differentiated, target group-specific choice of topics and channels is becoming increasingly important in order to reach all age groups efficiently.
Jessica Thoms-Adam, director and head of people & client services
Accessibility and inclusion: Rethinking topics and channels
Demographic change requires a redesign of topics and channels in order to effectively address the needs and challenges associated with an ageing population. Accessibility and inclusion also play a central role here. Companies must ensure that information and services are accessible to people of all ages and with different needs, be it through accessible websites, easy-to-understand content or accessible events.
Older people are increasingly using digital channels such as social media, online communities and mobile apps. Companies and organizations should therefore expand their communication strategies across various analogue and digital channels in order to reach older target groups effectively.